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Coca-Cola Consumer Strategy

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CONSUMER PSYCHOLOGY CIA 1
By Rituparna Sanyal, 1533336

COCA-COLA : OPEN HAPPINESS
The Coca-Cola Company is an American multinational beverage corporation with its headquarters in Atlata, Georgia. A global leader in the beverage industry, the company offers many brands, including soft drinks, fruit juices, sports drinks, etc.
Market Segmentation Strategy Of Coca Cola
Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics. Segmentation enables brands to define the appropriate products for different types of consumers.
Geographic segmentation:
1. Internationality – The company first makes regional and country-wise segments and then varies its products according to tastes and income …show more content…

It is headquartered in Uxbridge, Greater London and operates in more than fifty countries worldwide. It is famous for its Dairy Milk chocolate. It has grown to be one of the most loved chocolate brands in the world.
Marketing Mix of Cadbury India Ltd
Marketing mix consists of a company’s service and/or product offerings to consumers and the methods and tools it selects to complete the exchange. It consists of 4 elements:
1.Product:
Cadbury in India operates in 5 different categories – Chocolate confectionery, beverages, biscuits, gum and candy.
Among chocolates, it produces a wide range including Dairy Milk, Bourneville, Gems, Perk, 5 Star, Éclairs and more.
Among beverages, key brands are Tang and Bournvita. Their other brands are Oreo, Bubaloo and HALLS.
Cadbury has also come out with innovative Celebration packs which are often given as gifts in numerous occasions. It thus has a strong line of products.
2.Price:
Price matters a lot in the Indian market. It also determines the company’s revenue. The chocolates such as Dairy Milk, 5 star, Perk and Gems are conveniently priced and thus attracts consumers. However, Dairy Milk Silk and Bourneville are priced higher and given mostly on special …show more content…

Cadbury India has its head office in Mumbai. The distribution of Cadbury is widespread. It is present in almost all urban areas. Their supply to rural areas is low as the demand in those regions is also low.
Cadbury Dairy Milk is produced at the chocolate factories in Bourneville, Birmingham. After the chocolate is produced, undergone quality checks and transported, it is sold to shops big and small all over the country. It then reaches the public.
Their distribution network consists of clearing and forwarding agents. This network of distribution can either contact wholesalers who contact retailers, or the distributors can contact the retailers directly. Once the stock reaches the retailers, prospective customers can have access to the products. Cadbury’s distribution network has expanded from 1990 distributors to 2100distributors and 4.5 lakh retailers. The company is attempting to further improve its distribution quality.
Currently, it has 5 manufacturing factories in India – in Thane, Malanpur, Induri, Baddi and Bangalore; and 4 sales offices in New Delhi, Kolkata, Mumbai and Chennai.

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